April 10, 2023

PUBLIC SERVICES& SOCIAL MEDIA

A perfect match or a growing relationship?

Agenda

The advent of Social Media: rise of the communities1

34

Public Services on Social Media: what can of presence today?5

2

Social Media offers public services during crisis, but who is behind it?

Social Media in a communication plan: where does it belong?

Communities? What about public services

1RISE OF THE COMMUNITIES

The advent of Social Media:

Before 1989: companies CONTROLLED their communication closely via PR &

Marketing

1989

The Internet

Now,EVERYBODY can share their experiences and their

(dis)satisfaction. It can’t be controlled anymore.

A Consumer Revolution

What happened during the last 10 years?

2002

2003

2003

2005

2006

2007

>3bn pictures by 20092011

2003

1999Bought by Google 2003

2007

User-generated content on sites : reviews

Bloggers tests

Dedicated blogs

Word of mouth is now global. Everyone has an opinion

SOCIAL MEDIA IS A REALITY

Social Media is here to stay

It can be a threat but is mainly an opportunity BUT it requires a lot of work!

Social Media reinvents the concept of consumers’ voice and enables the power of conversation

Social Media in Numbers

What does it represent in Belgium?

5,2 millions of Belgians use Social Media = 64% of the population.

Age on Facebook

Over 55Under 55

Social Media in Belgium

FacebookLinked InNetlogTwitter

Good News:YOU can be part

of the conversation

2

Social Media in a Communication plan

WHERE DOES IT BELONG?

The truth is that successful Social Media planning can be as hard as crossing the world’s most difficult roundabout

Businesses benefit most from a structured approach

Differentiating between various media types

EARNEDMEDIA

OWNEDMEDIA

RENTEDMEDIA

Websites, corporate blog, twitter account, facebook group, YouTube Channel,

brand community, ...

Display ads, paid search, sponsoships, Rented Email

lists, ...

twitter, facebook, blogs, forums, review sites, Youtube,

Flickr, Digg...

Social Tactics To Grow a Business

MEDIA YOU OWN MEDIA YOU RENT MEDIA YOU EARN

LISTENING Private research communityWebsite surveys (pop-up) Online Focus Groups Social Media Monitoring

TALKING + RESPONDING

Website, blog, Twitter/FB account, own Email list, Brand community

Campaign Launch:

Display ads, SponsorshipPaid searchRented Email listsBranded profile skins (Netlog)

Viral campaignsE-reputation management

ENERGIZING Member-get-Member platformBranded blog platform

Ambassador identificationSocial buttons (Facebook Share, Connect)

PEERSUPPORTING

Collaborative webcare platform, wiki Outsourced support

EMBRACING Custom platform for Crowdsourced innovation Out -+ Crowdsourced innovation

3Communities? It’s about

public services!

Public services

SOCIAL, COMMUNITY -----> perfect fit for Social Media, right?

SOCIAL MEDIA ALLOWS YOU TO

1

2

3

4

Communicate directly with citizens: 2-way conversations

Build strong communities both online and off line

Be there when and where you are needed

Offer great service on a daily basis, not just during crisis.

So, Public Services are a hit on Social Media, right?... Right?

No!

WHAT DO WE TALK ABOUT ON A REGULAR BASIS?

The problem?

4WHO IS BEHIND IT?

Social media, Public Services & Crisis

Whenever there is a CRISIS, it then seems obvious to use Social Media but without prior presence it is very difficult to be effective.

Pukkelpop 2011: a storm hits the festival. A stage collapses. Communication lines are off. Festival-goers are stuck in Hasselt

Example 1: Pukkelpop 2011

The Power of #hashtags

The London Riots of 2011

Example 2: London riots – the clean up

The power of #hashtags

While Blackberry’s IM system was blamed for helping looters get organised, the citizens’ response was to share real time information via Social Media and later organise the clean-up.

WHERE WERE THE PUBLIC SERVICES?

The Met’s response?Ask citizens to post pictures of looters on their FlickR account so they could be punished…a few weeks later

Whenever there is a problem that touches the general population, Social Media allows real-time communication to INFORM, HELP, ADVISE and REASSURE citizens. It is a powerful tool that should be embraced by public services.

5WHAT KIND OF PRESENCE?

Belgian Public Services on Social Media

TRANSPORT: STIB

SERVICES: POLICE

Services: Bpost

SERVICES: FIREFIGHTERS

SERVICES: FIREFIGHTERS

AND ABROAD?

CONCLUSIONS FOR YOU

Social media = a good opportunity to communicate & reach the communities you provide with services

It also allows you to INFORM and be present in real time during crisis (small or important)

BUT

you need a clear long term strategy + content plan to sustain conversations in

the long run

Because you DO have real role to play – that can be enabled & empowered

by Social Media

QUESTIONS?